British theatre to screen Assam tourism promo with Priyanka

GUWAHATI: Priyanka Chopra, who is on a roll with her Hollywood television serial 'Quantico, fashion shows and now-inproduction romantic comedy, 'Isn't it Romantic?' is all set to promote the beauty and culture of Assam before an international audience and woo them to visit the state. Last year, Priyanka was chosen the brand ambassador for Assam from among a host of celebrities.

A360-second advertisement campaign preview will be presented before an elite audience at the British theatre circuit soon in an effort to put the northeastern state on the world map. Assam will vie for attention among other global hot spots.

Jayanta Malla Baruah, chairperson of the Assam Tourism Development Corporation (ATDC), on Tuesday told TOI the British theatre circuit is in touch with them to screen the promo which will showcase the myriad facets of Assam—its different cultures, flora, fauna and spiritualism. The exercise will also help Assam shirk off its battered image of being an insurgency-prone backward region.

The presentation before theatre connoisseurs is expected to ostensibly boost Assam's image. "British theatre is hugely popular in the UK and it will be big publicity for Assam tourism. A proposal has been sent to us," said Baruah, adding that it is time Assam changed its image among domestic and international tourists.

International lifestyle and travel channels, as also channels at home, will be screening the campaign. "A few short films and advertisements featuring the brand ambassador with durations of 60 to 40 seconds have also been shot for promotion," added Baruah.

The credit for the international campaign goes to Yap Films, run mostly by talents from Assam, said Baruah. The budget for the entire campaign has been fixed at Rs 10 crore and for the domestic market, they are focusing on tourists from Bengal and Gujarat. "Tourism is all about publicity and marketing.

Assam has an edge over other states for its natural beauty and heritage," he said. Baruah was speaking at the ongoing Paryatan Parv organized by India Tourism, North East Regional Office, which announced a slew of measures to enable unemployed youngsters to find employment in adventure tourism and home-stay facilities.